DolceVita.com was once a fashion magazine web site that focused on Italian style. The site ShopDolceVita.com is a provider of Dolce Vita brand shoes and clothing. DolceVita.com is the premium of the two domain names because it does not have the add-on word "shop" that many people forget or simply do not think of when thinking of or searching for the product. Telling your customers to visit ShopDolceVita.com doesn’t sound all that great nor professional when you are promoting "Dolce Vita".

Well, ShopDolceVita.com has made a domain name Upgrade and has purchased the domain name DolceVita.com for the price of $120,000 USD!

Sedo.com brokered the domain name transaction and DolceVita.com now uses a 301 redirect to the site ShopDolceVita.com . The 301 redirect will very likely become the permanent domain name for Dolce Vita clothes and shoes as the domain transferred ownership only 5 days ago on 3-15-2010. Doing a 301 redirect can and will likely lose any search engine rankings the DolceVita.com site holds, so it is not always a wise choice to do the 301 redirect.

This is clearly a great purchase for ShopDolceVita.com and a clear upgrade to the premium domain name. The $120K may sound like "a lot" to some but it is very important to easily allow your customers to find you on the internet and doing so with the exact match domain greatly helps. Branding becomes much easier and more professional when using the exact match product name also.

Dolce Vita translates from Italian to English as: Sweet Life

A couple other notable recent domain name sales at Sedo.com include:

Plenty.at $17,850 EUR

Fatum.com $15,980 USD (Fatum.an appears to be the buyer)

DatingSecrets.com $25,000 USD

SinglesDating.com $11.001 GBP (about $16K USD)

iLoveLondon.com $10,000 USD

Open-Your-Eyes.com $600 EUR (a little over $800 USD). I had reported a double hyphen domain last week as well, Yes-You-Can.com that sold for $1,888. Not that often do you see double hyphenated domains selling..

LeaseADomain.com $3,750

LeaseThisDomainName.com $200

Both of the above "lease" related domain names were likely purchased by the same buyer. I just wanted to show the two so you can see that the same "meaning", just worded a little differently, the effect the price can have. The likely reason LeaseADomain.com sold for the price it did, that is what people "naturally" search for on the net when they are interested in leasing a domain name! This can and will help the site rank better in search engines for that matching term if a site is built using that domain name! LeaseThisDomainName.com can be used as a "brand" because it makes sense if a visitor goes to a specific domain name and see that term used.